When it comes to running a successful campaign, the tendency is to look at sales as a measure of that success. However, when you focus on the end sales, you may find that the results-driven mindset gets you stuck in focusing on the end of the sales process as a whole in your communications. In reality, a long on-ramp is what leads to a successful campaign! Today, let’s talk about the first step.
The on-ramp of your campaign could last for weeks or months. In the Olympic world, where my career started, it lasted years. This on-ramp may include many different stages of nurturing. Before you even begin to tease the upcoming offer, the earlier phase of nurturing primes the audience.
So, what does the first step of a campaign entail? It entails building the trust and loyalty of your audience. It’s about helping them feel connected to you. Step 1? Talk about your company values. Your company beliefs. Give them room to become loyal to you, because they like your fundamental approach to business.
What does the first step of a campaign entail? It entails building the trust and loyalty of your audience. #business #smallbusiness #smallbiz #smb
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Let your audience see how you treat your customers and your potential customers. If they like what they see, they can become part of the community around your brand.
At the end of the day, many of us have competitors who offer similar products and services. But how you approach your business and the humans in your sphere is what sets you apart.
Let your audience see how you treat your customers and your potential customers. #business #smallbusiness #smallbiz #smb #entrepreneur
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Now, to be fair, there is a line to draw on how much personal belongs in your business. Your company values shouldn’t necessarily be a carbon copy of your personal values. Some things are relevant. Some are not. (Read here for more on this).
However, starting your campaign with a phase that simply focuses on finding your tribe members and helping them see that they belong in your tribe is a valid first step. Once they realize this, they will be more apt to listen to you when you start to talk about how what you offer can help them in life.
It’s so easy to ignore this part of the process. It takes time to build these relationships, and a stronger overall relationship perhaps doesn’t have quite as satisfying an impact as an immediate sale. Your natural inclination may tell you that the teasers and the soft sells are the first worthwhile step. Yet, integrating this ‘getting-to-know-you’ step as the first phase of your campaign plan – without asking them for something right away – allows you to command the attention of a larger percentage of your audience for the many campaign steps to come.
Plus, a bonus may await you for taking the patient approach: More referrals! When people feel connected to you and your brand, they are far more likely to share their experiences with others in their lives. Sharing the news of what you are selling is a less compelling story to tell without having this layer to add.
So, as you think about the upcoming campaigns that you have planned for your brand, consider baking in this first step as part of your on-ramp. The time you spend cultivating your tribe could pave the way for the sales successes you desire!
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